JennAir Partners with Team Darkhorse on Rebellious Brand Revival

New York, New York

  • JennAir, Whirlpool’s luxury brand, today reveals its new brand campaign, Bound by Nothing, a creative mission to reinvigorate the luxury appliance industry.
  • The rebellious campaign, created in partnership with Darkhorse, a Publicis Power of One solution made up of talent from Digitas and MSLGroup, represents an overhaul of JennAir’s brand identity. The campaign features a new logo, a new suite of products, and a 90-second anthem video.
  • The campaign will come to life across digital and out-of-home advertising, a new brand website, influencer engagement, social channels and earned media efforts.
  • Bound by Nothing challenges and deliberately defies the conventions of the luxury appliance category. The mission of the campaign is reflected in all the brand’s touchpoints, including a disruptive, edgy booth experience at the Architectural Digest Design Show (ADDS) in NYC on March 22, where visitors will see the unmistakable new brand identity and experience what it means to be Bound by Nothing.
  • The reimagined brand identity is rooted in founder Lou Jenn’s legacy, which ushered the luxury appliance industry ahead when he defied physics with the invention of downdraft ventilation, which exposed sight lines and spurred what we now know as the open floor plan. Lou Jenn’s rebellious spirit shaped the original JennAir brand and is woven into every tenet of the brand’s revival today.

“People are locked into accepted norms in the luxury appliance space. 'Bound by Nothing' is about deprogramming those preferences. With JennAir, we are challenging conventions of the category, design, and our inherited perceptions of luxury." -- Atit Shah, EVP/Head of Brand Experiences, ECD, Team Darkhorse